January 2007

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Saving Money With E-Research

Any publisher will tell you that their readers are their most valued asset. Readers dictate the editorial bread and butter of the magazine's pages, and if a publisher is clueless about who its readers are and what they want to...

Restructuring Your Workforce

Back in the mid-nineties, it was clear that Internet advertising for help wanted, cars, and real estate, the mainstay of newspaper classified revenues, would eventually migrate to the Web. It was only a matter of time. But newspaper publishers sat...

Turbocharging Coverlines

 Besides familiarity of your brand and your logo, the only thing that is going to move your magazine off the newsstand is an interesting cover. Editorial consultant Kim Pittaway reveals some secrets to cover success:Avoid negative words on your cover....

Inside a Major Brand’s Marketing Strategy

Rob Britton just finished a five-year stint as American Airlines' managing director, brand development and advertising, spending five years in that position during one of the worst periods in air transportation business history. His marketing budget was slashed in half...

Avoiding Rookie Design Mistakes

Magazine designers walk a fine line between expressing their own artistic vision and adhering to a prescribed set of design elements based on editorial themes and reader preference. Wander too far in either direction and the magazine will suffer from...

A Primer on International Mailing

Your datafile is picking up overseas subscribers and it has become clear that you need a robust international mail vendor to assist you in mailing your growing circulation volume worldwide. First steps should be centered around an examination of your...

What’s In a Name: Branding Live Events

As magazine publishers diversify their product lineup, maintaining a cohesive brand identity among print, online and event products is critical. But does this apply in all cases? Can publishing companies profit from standalone events that have no direct link to...

Expanding an Icon

Hallmark Magazine was not created overnight. Two years of testing newsstand issues to gauge its vitality was needed before a hard launch could take place. In multiple efforts conducted with Time Inc., Hallmark found that test issues were purchased by...

Publishers Reap Benefits In New Proofing Systems

Virtual proofing and advancements in technology have eased the proofing process somewhat over the past few years, reducing time commitment, cutting costs and decreasing aggravation. However, even with a virtual proofing system in place, dropped logos, color checks, font corruption...

Is Your Number 3 the Same as Their Number 3?

As the ability in the digital-production process to determine whether what's on the screen will look like what's on paper becomes more predictable, the spotlight is turning to paper, which turns out to be more variable than it should be.

Brand Extensions for City and Regional

by Matt Kinsman An exclusive Folio: survey of city and regional magazines conducted last summer revealed a dynamic category that is getting more crowded by the minute. However, despite the increased competition, fewer than one quarter of respondents said they...

HR: Your Secret Strategic Weapon

Let's be honest: Many executives don't put much stock in the human-resources position. "There are a lot of CEOs who just see the financial goal and consider HR a nuisance and an expense," says Macy Fecto, senior vice president of...

Short Expectations

Traditionally, a print magazine was given a window of about two years to launch, grow and reach profitability. Today, many new products;particularly those launched online;that don't demonstrate almost immediate viability are lucky to see half that.

Getting Online Edit Up-to-Speed

Wyatt Kash, editorial director of Government Computer News, thinks his team has reached a balance for juggling print and online workloads. The brand includes a print tabloid published 34 times per year, producing about 870 edit pages and another 575...

2007: The Year Ahead

It's going to be a great year in magazine publishing. Sure, there are challenges. There's some talk of a recession. Within the industry, postal rates are increasing, money is flowing online, newsstand sales are flat and the process is broken...

Events: What to Do When Speakers Go AWOL

Delayed flights, traffic jams and illness can lead to last-minute cancellations from speakers. When a speaker bails, making the best out of the situation comes down to preparation, creativity and flexibility.

Mastering Specialty Distribution

Not all your newsstand circulation needs to go through a distributor. There are plenty of independent retailers or small chains that you can reach directly.

Follow the Reader

One trusty tool worth reviewing at the start of a new year is the mission statement, which explains what the magazine is about and how you keep readers satisfied. As part of mission control, it is the editor's job to...

Boost Overall Attendance with Webinars

Webinars, a common vehicle for creating new event products and revenues, can be also a useful tool for picking up that last handful of attendees who, because of either budget or timing constraints, can't make a face-to-face event. This can...